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(490)
- People (1)
- News (138)
- Research (294)
- Multimedia (17)
- Faculty Publications (222)
Show Results For
- All HBS Web
(490)
- People (1)
- News (138)
- Research (294)
- Multimedia (17)
- Faculty Publications (222)
- June 2007 (Revised March 2011)
- Case
The CW: Launching a Television Network
By: Anita Elberse and S. Mark Young
In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details
Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry
Elberse, Anita, and S. Mark Young. "The CW: Launching a Television Network." Harvard Business School Case 507-050, June 2007. (Revised March 2011.)
- September 2020
- Case
Chip and Joanna Gaines' Magnolia Network
By: Anita Elberse and Julia McNicholas
Chip and Joanna Gaines, who have shot to fame as stars of the hit television show Fixer Upper, are preparing to launch their own television network. It is April 2019, a year since the home-renovation show Fixer Upper’s fifth season on cable channel HGTV ended, and more... View Details
Keywords: Entertainment; Television; Superstars; Innovation; Creative Industries; Talent; General Management; Celebrities; Television Entertainment; Entrepreneurship; Joint Ventures; Innovation and Invention; Marketing; Strategy; Entertainment and Recreation Industry; Media and Broadcasting Industry
Elberse, Anita, and Julia McNicholas. "Chip and Joanna Gaines' Magnolia Network." Harvard Business School Case 521-044, September 2020.
- September 2016 (Revised April 2020)
- Case
Dwyane Wade
By: Anita Elberse and Jennifer Schoppe
In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American... View Details
Keywords: Branding; Fashion; Superstar; Celebrity Endorsement; Innovation; Creative Industries; Talent; General Management; Sports; Entertainment; Brands and Branding; Marketing; Management; Strategy; Personal Development and Career; Consumer Products Industry; Fashion Industry; Sports Industry; China
Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
- 2007
- Article
Superstars and Underdogs: An Examination of the Long Tail Phenomenon in Video Sales
By: Anita Elberse and Felix Oberholzer-Gee
Elberse, Anita, and Felix Oberholzer-Gee. "Superstars and Underdogs: An Examination of the Long Tail Phenomenon in Video Sales." MSI Reports: Working Paper Series 4 (2007): 49–72. (Featured in HBS Working Knowledge.)
- June 2007 (Revised March 2010)
- Supplement
Maria Sharapova: Marketing a Champion (B)
By: Anita Elberse and Margarita Golod
Elberse, Anita, and Margarita Golod. "Maria Sharapova: Marketing a Champion (B)." Harvard Business School Supplement 507-066, June 2007. (Revised March 2010.)
- 04 Feb 2014
- First Look
First Look: February 4
by smart competitors and changes in their industries. In each case, there were opportunities to act before a crisis engulfed the organization. At Kodak, for example, CEO George Fisher attempted to move the company into the digital era in... View Details
Keywords: Sean Silverthlorne
- September 2017 (Revised June 2019)
- Case
The ABN AMRO World Tennis Tournament
By: Anita Elberse and Saskia Van Rheenen
Should the ABN AMRO World Tennis Tournament gamble most of its player budget on superstar player Rafael Nadal, even after the event’s previous two editions saw Nadal and Roger Federer pull out at the last moment due to injury, leaving the tournament without any... View Details
Keywords: Superstar; Talent; General Management; Marketing; Sports; Media; Entertainment; Talent and Talent Management; Negotiation; Strategy; Sports Industry; Entertainment and Recreation Industry; Media and Broadcasting Industry
Elberse, Anita, and Saskia Van Rheenen. "The ABN AMRO World Tennis Tournament." Harvard Business School Case 518-041, September 2017. (Revised June 2019.)
- May 2005 (Revised March 2007)
- Teaching Note
Sony EyeToy
By: Anita Elberse and Youngme E. Moon
Teaching Note to (9-505-024). View Details
Keywords: Electronics Industry
- 2005
- Working Paper
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Harvard Business School Working Paper, No. 05-060, March 2005. (Revised July 2006, 2nd revision January 2007.)
- November–December 2006
- Article
The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions
By: Jehoshua Eliashberg, Anita Elberse and Mark Leenders
Eliashberg, Jehoshua, Anita Elberse, and Mark Leenders. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions." Marketing Science 25, no. 6 (November–December 2006): 638–661.
- August 2005
- Supplement
The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films (video)
By: Anita Elberse and John A. Quelch
Elberse, Anita, and John A. Quelch. "The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films (video)." Harvard Business School Video Supplement 506-701, August 2005.
- October 2007
- Article
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details
Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Information Economics and Policy 19, nos. 3-4 (October 2007): 319–343. (Special Issue on Economics of the Media.)
- 2005
- Working Paper
The Motion Picture Industry: Critical Issues in Practice, Current Research and New Research Directions
By: Jehoshua Eliashberg, Anita Elberse and Mark Leenders
Eliashberg, Jehoshua, Anita Elberse, and Mark Leenders. "The Motion Picture Industry: Critical Issues in Practice, Current Research and New Research Directions." Harvard Business School Working Paper, No. 05-059, January 2005.
- July 1999
- Article
An American Democracy Network: Factors Shaping the Future of On-line Political Campaigns
By: Sharon Docter, William H Dutton and Anita Elberse
Docter, Sharon, William H Dutton, and Anita Elberse. "An American Democracy Network: Factors Shaping the Future of On-line Political Campaigns." Parliamentary Affairs 52, no. 3 (July 1999): 535–552.
- December 1999
- Article
A Case Study of A Netizen's Guide to Elections
By: William H Dutton, Anita Elberse and Matthew Hale
Keywords: Voting
Dutton, William H., Anita Elberse, and Matthew Hale. "A Case Study of A Netizen's Guide to Elections." Communications of the ACM 42, no. 12 (December 1999): 48–54.
- 2015
- Other Unpublished Work
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Lingling Zhang, Clarence Lee and Anita Elberse
- August 2007 (Revised April 2008)
- Teaching Note
Marketing New York City
By: V. Kasturi Rangan, Anita Elberse and Marie Bell
Keywords: Marketing
- 31 Oct 2019
- News
Business Success Means Community Success in Wisconsin; GNN Roundup
larger community. I have to say, it was a spectacular event.” Certainly the release—on the same day as the club’s event—of a newly published case on the Bucks’ meteoric rise by HBS Professor Anita Elberse,... View Details
Keywords: Margie Kelley
- 15 Nov 2011
- First Look
First Look: November 15
an entrant needs to strategically choose whether to reveal its innovation by competing through the new business model or conceal it by adopting a traditional business model. We also show that the value of... View Details
Keywords: Sean Silverthorne